07.22.19
IT Cosmetics is launching a new mascara on August 1st -- Lash Blowout. The brand is taking pre-orders now, on its website.
IT Cosmetics describes it as, "Salon Volume Lift Mascara." The packaging is yellow and dark gray -- just like Drybar's colors, because the salon co-created the product.
IT Cosmetics' website states, "When IT Cosmetics Co-Founder and CEO Jamie Kern Lima had the idea to name her next mascara Lash Blowout, she turned to her friend and founder of Drybar, Alli Webb, for advice on creating salon-quality volume--and lots of it! Together, these two beauty trailblazers co-created one game-changing mascara!"
The volumizing mascara brush looks like it's shaped like a barrel hairbrush - see the close-up photo above. It has specially designed microspheres, which will catch and grip each lash. The brush provides an effortless root-to-tip application, while separating the lashes for instant maximum lift and "structured volume," the brand states.
The formula is infused with biotin, vitamin E, collagen and jojoba oil. It contains transparent polymers to intensify the saturation of its super black pigment for a bold look.
Take a look at in in action, in the video below.
